Ventura Future, Ventura Centrale and Lambrate Design District act as incubators for design visions for young designers and the most innovative brands
Also for this year, from 17 to 22 April, the Fuorisalone will ‘explode’ and Milan will host events, exhibitions and experimentations ranging from design to architecture and much more. The main districts of the city will be enlivened with colors and creativity promoting culture, research and avant-garde thinking. We expect exciting news; let’s start with the previews from the areas: Ventura Future (no longer in via Ventura!), Ventura Centrale (Centrale railway station) and the new Lambrate Design District.
VENTURA FUTURE AND FUTURDOME
“Ventura Project leaves Lambrate,” says project manager Fulvia Ramogida. “FuturDome will be the new surprising location of the network (Via Paisiello 6, Loreto). The recently restored liberty building that used to be a place of assembly for the Futurist movement in the early 20th century will be the headquarters of Ventura Future. It is next to The Loft, the typical houses of Milanese non-conformist middle-class, and the former Faculty of Pharmacy (Viale Abruzzi).
Ventura Future intends to offer an original and sensible mix of innovation, fresh ideas and style, combining the elegance of famous brands and firms such as Editions Milano (which will present two new collections resulting from the partnership with Patricia Urquiola and unveil the new project in collaboration with Federico Peri) and Mingardo (which, thanks to Federica Biasi’s art direction, will present new products and collections) with the visions that will inspire next generations’ designers. On that occasion, the FuturDome Prize will be launched to discover and support the future generations of designers.
It seems that Margriet Vollemberg’s – creator and owner of the Ventura Projects brand – desire for experimentation and something new is not run out: “this year, the sudden and consistent changes that are taking place – at a social, political, environmental level –, the challenges that technology brings about and the increasingly thinner borders between different disciplines will take shape thanks to the radical and unconventional solutions found by enterprising and innovative designers.” The Ventura Project network shows its 15 year experience in the creative industry turning out to be an essential source of inspiration for those willing to understand the latest trends and a breeding ground for the promotion of international new talents.
Studio UM Project will presents PATCH envisaging a connected future, built through smart cities and houses. Designer Diderik Schneemann and photographer Aldwin van Krimpen will show The Rubdish Project: a conceptual visualization of waste served at a table to raise awareness of the current availability of resources.
The project Common Sands by Studio Plastique fosters the reflection on the necessary value that we should bestow on the resources and materials surrounding us. The Dutch collective The Materialists underlines the importance, too often forgotten, of paper in the current societal organization.
Health is not set aside and Alissa Rees, young Dutch designer, is presenting HH: A Dutch vision of Health and Happiness – a design project applied to hospital treatment, supported by Netherlands Embassy. Kolding’s Design School (Denmark) will bring to Milan a lively installation concerning design for play, while chef Jasper Udink Ten Cate will exhibit a cocktail table realized with Hartweil and Ecopixel.
The second edition of Ventura Centrale, after the success of 2017, will take place again in the spaces of via Ferrante Aporti. Below the vaults of the former Magazzini Raccordati, it will present an eclectic mix of contemporary design, by showcasing both emerging and established brands such as Nitto, Asahi Glass, Stephan Hürlemann and Horgenglarus, Editamateria with Antonio Aricò, Baars & Bloemhoff, and Eileen Fisher that will present DesignWork.
There will also be Fabrica, Benetton Group’s communication research center, that will present Paradigma, an installation located below the station’s rails, in collaboration with Triennale, Reciprocity Design Liège and Pierre Frey company.
Moreover, on the occasion of its 25th anniversary, the American magazine Surface, in collaboration with architect David Rockwell, will realize The Diner, a contemporary reinterpretation of the typical “American Diner”, that will totally engage the audience. The Diner will host talks and debates, while in the evening it will become a nightclub, a venue for performances and late-night parties. www.venturaprojects.com/ventura-centrale-2018 – www.venturaprojects.com
LAMBRATE DESIGN DISTRICT
It will be first edition involving the Lambrate Design District that, despite its recent foundation, also this year will be the must-visit district of the Fuorisalone 2018. Great cultural ferment, innovation and energy will enliven the streets east of the railway area. The schedule is already brimming with events concerning architecture and food, beauty, contract, start ups and unexpected news. Architect Simone Micheli, an undisputed protagonist of this edition, will realize two important exhibitions: Regeneration Hotel – the largest event-agora in the contract sector for the Milanese event – and The Precious Apartment in Puntaldìa – an ethical project that will allow the audience to enter the apartment.
Along with the hospitality field, we find that of food that, thanks to WEating, Street Food Experience and the new entry Osteria Milano, will offer the visitors taste experiences, entertainment and fun until late at night.
The goal of this district is to promote innovation and independent thought: Fuorisalmone – network of designers swimming against the tide – confirms its participation in the lofts on via Massimiano, Din – Design In will dedicate a temporary shop to contemporary jewels, the new Spazio Donno on via Conte Rosso will host the exhibition curated by artist Stefano Epis aiming at highlighting the relationship between contemporary design and domotics.
Shared House (via Ventura 3) will give brilliant, experimental answers to the “999 domande sull’abitare contemporaneo” – “999 questions about contemporary living”, the exhibition currently running at the Triennale di Milano – hosting debates, meetings, exhibitions of objects and photographs. Lastly, the graphic design, photography and cartoon school Mohole will take part in the Design Week with performances, exhibitions and projections designed by the students. www.lambratedesigndistrict.com
[Text Chiara Sgreccia]